The lecture and readings from this week focused on health communication and social marketing, which initially seem like abstract concepts, but the book I'm currently reading for the extra credit assignment, Marketing Social Change, is actually helping to put all of these concepts into perspective. I also agreed with the Maibach et al. (2007) article which emphasized the important role of culture within the people and places framework. Certainly, as a culturally competent practitioner one must realize the complexity of cultural differences and its effects on attitudes, norms, and behaviors.

In terms of the situational analysis for our group topic of energy drink consumption among college students, the following is what I have brainstormed:

Sociocultural enabling factors may include social networks and norms that support consumption, including modeling and the perception that it is an acceptable behavior. Inhibiting factors include messages from peer leaders or significant others who oppose consumption of energy drinks.

Economic enabling factors involve the ability to spend money on energy drink purchases, having a job or source of financial support from parents/family, and access to stores/places that sell these beverages. Inhibiting factors include a lack of spending money or financial support, and/or a prioritization of spending that excludes purchasing discretionary items such as energy drinks.

Political enabling factors include university policies that permit the sale of such beverages on campus. Inhibiting factors are few and may include competition from other "unhealthy" drinks also sold on campus such as sodas and sports drinks.

Technological enabling factors include increased access to energy drinks through vending machines, exposure to advertisements promoting consumption, and exposure to Facebook and other media. Inhibiting factors involve lack of access to T.V., radio, computer or internet, which is rare among college students.

Educational enabling factors include messages against coffee/soda consumption which may lead to a greater consumption of energy drinks under the misconception that such beverages are just as "bad" as any of the other alternatives. Inhibiting factors include greater awareness of the harmful effects of over-consumption, as well as a perception that one is a risk of the negative effects.

I look forward to continuing this brainstorming with you all in class on Tuesday. And in the meantime, Feliz Dia del Amor y la Amistad :-)